Membership Number: 12313667 Word count : 3190
Chartered Postgraduate Diploma in Marketing (Level 07) Unit 01 – Emerging Themes
Membership Number: 12313667 Tourism as an emerging theme
Tourism industry includes, attracting tourists from local and foreign nations. Now- a- days, most of the countries highly pay their attention on upgrading tourism industry as it boosts the economy and finally the countries will be benefited from the industry. Country to country the target markets and product types are different. That means countries like Dubai, Switzerland promote tourism as a luxury product but countries like India, Malaysia, Maldives and Sri Lanka promote tourism as an economic product where travelers can afford the prices of hotels, foods and etc. With the popularity of tourism industry and its’ benefits, so many concepts were emerged such as Medi tourism, eco tourism. Countries differentiated its products based on various concepts. However in Sri Lanka, for tourism industry, there is an emerging market, after the thirty years of war. When looking at Sri Lanka’s point of view, there is a vast opportunity to marketers in this industry among locals and foreign countries. The geographic location of Sri Lanka is also an additional advantage to the country to promote tourism industry as a differentiated product among various visitors across the globe. Sri Lanka is a country which has enough natural resources to attract travelers and those recourses are inherited as blessing of the Mother Nature. Virgin beaches, wonderful mountains, natural and non-polluted air at up country, two climatic differences within the same geography attract more and more travelers. As a result of above reasons Sri Lanka becomes a world’s strategic point of global tourism.
Membership Number: 12313667
Tourism is one of emerging industries in Sri Lanka especially in post war period. Within last two decades, where ethnic conflict existed in Sri
References: Annual statistical report of Sri Lanka tourism development authority (2008)”tourism research and statistics” available online at: http://www.sltda.lk/node/438 [accessed 18th may 2010] •